National Sports Forum: Newsletter Archive

NSF "Selling It..." Newsletter - Kansas City Royals (Editor's Choice)

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November 24, 2014 | Volume 12, Issue 37
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Editor's Choice:

KANSAS CITY ROYALS RISE TO THE THRONE WITH NEW CAMPAIGN

The Kansas City Royals live up to the name across their home jersey with new campaign: Be Royal.

By: Rebecca Cave

Click the image above to check out the Kansas City Royals website!

Dear Faithful Readers,

Hard to believe that Thanksgiving is already here. You may be surprised by “Selling It…” landing in your inbox on a Tuesday instead of Wednesday. We just wanted to make sure everyone got to enjoy a look back at one of our more popular articles of 2014 before setting off for a little Thanksgiving break.

The Royals had a tremendous year, both on and off the field. The following story is a recap of one the campaigns that they entered in our ADchievement Awards last season. The Royals took home the crown in our “Out of Home” category. Hopefully this will be a quick reminder to all that there are just a couple days left to enter your advertisements in the 2015 ADchivement Awards.

I hope everyone enjoys a great Thanksgiving. Here at the Forum we are so thankful for all of you and we can’t wait to see all of you at our 20^th Anniversary this February in Cincinnati, Ohio!

Enjoy the feature,

Ryan

P.S. - Feeling creative? Send in your best marketing and advertising campaign from 2014 and your team could be the next feature in "Selling It"!

PROGRAM TITLE

Kansas City Royals: Be Royal

OBJECTIVES

“They’re going to live up to the name written across their home uniforms. They’re going to Be Royal.” The Be Royal campaign was launched to get Kansas City rallied behind the team. It has become the centerpiece for the season, increasing fan base to move them through their breakout year. The Royals wanted to form a campaign that they could use for multiple years, and with the immense amount of positive feedback they have had as a result of this campaign, it is definitely a campaign that will stick around.

PROGRAM DESCRIPTION

The theme that the Royals have created is designed to generate as much buzz about the team as possible, and therefore increase their fan base. The campaign is essentially a tool kit for sponsors to base their activations on. The campaign is interwoven through every aspect of the team’s marketing, and they have created enough product for sponsors to just buy in to activations. This theme, being so broad, is easily identifiable with sponsors, furthering their motivation to work with the Royals. The timing of this campaign was carefully planned, launching right after the Super Bowl with hopes of increasing season ticket sales. They launched the campaign with the billboard of Alex Gordon sliding into a base, and tearing the billboard on his way. This began the buzz about the Be Royal campaign and has since then been followed by branding everything as “Royal”. From the team’s pocket schedules to game day giveaways, every aspect of the team that can Be Royal, is.

Click above to see the Kansas City Royals schedule!

PARTNERSHIP

To launch this campaign the Royals partnered with Walz-Tetrick, their main advertising partner. They have worked with Walz Tetrick previously, with this agency not only helping them create the Alex Gordon billboard, but also the famous billboard that the Royals created last year featuring James Shields and Salvador Perez. Walz Tetrick also worked with the team last year launching the Come to Play theme, which saw immense amounts of success as well.

RESULTS

With this campaign theme, the Royals were looking for a rally cry for fans to back their team. They employed many resources to launch this campaign, but the largest buzz was centered around their billboard and social media. The Royals billboard of Alex Gordon, their left-fielder, generated an immense amount of buzz in many media platforms. The billboard generated 73% more clicks, an average of 11 times more like than the average post, and generated upwards of $54,000 in media. The hashtag #BeRoyalKC was launched alongside the campaign, and has been used 20,833 times since opening days, almost 1,000 uses per day. The Royals have also already surpassed their goal for season ticket renewal as well as new season ticket sales due to the popularity the team has received following this campaign.

LOOKING AHEAD

This campaign was planned to be a campaign that would be around for multiple years. The Royals wanted a campaign that fans and sponsorships would initially relate with, and continue to immerse themselves into in coming seasons. Mike Bucek, Vice President of Marketing and Development for the Royals, says, “One of the primary reasons we liked it was because it’s unique to the Royals – we can own it. Because it’s so unique our hope is to possibly continue its use for another season or so. When you have something strong that’s well-liked and recognizable, why not stick with it and allow it to evolve? Our hope is to continue the Be Royal branding across all platforms and also partnership initiatives.”

CONTACT

For more Information, contact:

Mike Bucek, Vice President of Marketing and Business Development, Kansas City Royals

[email protected]

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